British Gas SWOT Analysis, Competitors & USP

Posted in Energy & Power, Total Reads: 5035

SWOT Analysis of British Gas with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

British Gas

Parent Company

The British Gas Corporation


Coal, Biomass, Hydroelectricity


Energy & Power

Tagline/ Slogan

Looking after your world


Across UK giving energy to over 12 million households

British Gas STP


Corporates, small scale business people and individuals looking to fulfill energy needs

Target Group

Residential customers looking for energy needs and industries


We are the leaders in technological innovation and we promise to deliver smarter homes.

British Gas SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of British Gas :

1. Technological innovators – First to introduce mobile controlled heating, electricity generating boilers in UK market

2. Generates substantial part of the total electricity for the consumers in the National electricity market
3. Key initiatives like Consultant advices for energy management through efficient invoices and billing systems
4. Sports marketing - Involved in sports sponsorship with the British swimming team and sponsored the Southern Football League.

5. Its offerings include Gas, Electricity, Boilers and central heating, Plumbing and drains, Renewable Energy and Home appliance services


1. Heavy dependence on the wholesale market

2. Scrutinized by the British Govt. for raising the tariff prices has tarnished the image of British gas.

3. Residential energy price hikes has led to a slump in customer base


1. Huge growth opportunity in the retail business
2. Optimistic energy policies in the forthcoming years to come.


1. Rising power costs in the North Sea and weak economics for gas storage and gas-fired power generation in UK region
2. Increase in wholesale gas and electricity prices.
3. Existing Government regulations in the retail energy sector

4. Market conditions look set to remain challenging for our gas-fired power stations with no sign of material recovery

British Gas Competition


Below are the 3 main British Gas competitors :

1. Scottish & Southern
2. Eon
3. Npower


The brandguide table above concludes the British Gas SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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